Last month we hit $93 EPC on Viagogo. That's not a typo, not a cherry-picked day, that's the monthly average across the campaign. I wanted to share what drove that because honestly when I first saw the number I double-checked it myself.
Why Viagogo EPCs look "too good"
The math is simple once you understand the offer.
Viagogo is secondary ticketing. Someone buying a ticket to see Coldplay in London or the Super Bowl isn't spending $40. They're spending $300–$800+ per transaction. Commission on a $600 booking hits different than commission on a $60 hotel room. High AOV is doing most of the heavy lifting here. You don't need insane volume to make this work, you need the right traffic at the right time.
What actually moved the needle
We stopped running generic "buy tickets" traffic and started building campaigns around specific events 2–3 weeks out. That window is where intent peaks. Day-of buyers go direct to the venue or Google frantically — you're not catching them. The sweet spot is people who just found out their favourite artist added a date, or the playoff schedule just dropped.
The angle that worked best was not price. Don't try to compete on price on a secondary market — you'll lose and it looks sketchy. The angle that converted was access + guarantee. "Tickets are available, here's how to get in safely." Users on secondary markets already know they're paying a premium. They're not looking for a deal. They're looking for someone to tell them it's legit and they won't get scammed at the door.
GEO breakdown from our end
Search on event-specific terms is the cleanest. "Taylor Swift London tickets", "[Team] playoff tickets [city]" — these are buyers, not browsers. Push works too but you need to be timely with it, a push notification about a concert happening next week lands differently than one about something 3 months away.
Email is strong if your list has any entertainment/lifestyle angle. Even a loosely relevant list converts on big events.
What didn't work
Broad travel audiences. "People who like events" targeting on paid social without tying it to a specific event. Running the same creative for more than 2 weeks. Ticket campaigns go stale fast because the urgency is real and time-sensitive once the event passes, the creative is dead.
So, contact us if you want to work with our campaign
Contact us
Why Viagogo EPCs look "too good"
The math is simple once you understand the offer.
Viagogo is secondary ticketing. Someone buying a ticket to see Coldplay in London or the Super Bowl isn't spending $40. They're spending $300–$800+ per transaction. Commission on a $600 booking hits different than commission on a $60 hotel room. High AOV is doing most of the heavy lifting here. You don't need insane volume to make this work, you need the right traffic at the right time.
What actually moved the needle
We stopped running generic "buy tickets" traffic and started building campaigns around specific events 2–3 weeks out. That window is where intent peaks. Day-of buyers go direct to the venue or Google frantically — you're not catching them. The sweet spot is people who just found out their favourite artist added a date, or the playoff schedule just dropped.
The angle that worked best was not price. Don't try to compete on price on a secondary market — you'll lose and it looks sketchy. The angle that converted was access + guarantee. "Tickets are available, here's how to get in safely." Users on secondary markets already know they're paying a premium. They're not looking for a deal. They're looking for someone to tell them it's legit and they won't get scammed at the door.
GEO breakdown from our end
- US : biggest volume, obvious. Sports and stadium tours.
- UK : competitive but Viagogo brand recognition is strong. Festival season in summer is real. Don't sleep on it.
- Australia : underrated. Less affiliate competition, decent conversion rates. Worth testing if you have traffic there.
- Germany : solid, especially for football and major arena shows.
Search on event-specific terms is the cleanest. "Taylor Swift London tickets", "[Team] playoff tickets [city]" — these are buyers, not browsers. Push works too but you need to be timely with it, a push notification about a concert happening next week lands differently than one about something 3 months away.
Email is strong if your list has any entertainment/lifestyle angle. Even a loosely relevant list converts on big events.
What didn't work
Broad travel audiences. "People who like events" targeting on paid social without tying it to a specific event. Running the same creative for more than 2 weeks. Ticket campaigns go stale fast because the urgency is real and time-sensitive once the event passes, the creative is dead.
So, contact us if you want to work with our campaign
Contact us
- Website: https://affiliate.passio.eco/
- Team Email: [email protected]
- Telegram: +84981250834 Natalie
- Response time: typically under 2 hours on Telegram
